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Search Engine Optimisation

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10 Feb 10 - Cheltenham Business Advice Open Day - Search engine optimisation

10 Feb 10 - Cheltenham Business Advice Open Day - Search engine optimisation

A sminar looking at how to put your web site in the top 20 results.

Speaker: Andy Poulton

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    Search Engine Optimisation Search Engine Optimisation Presentation Transcript

    • Delivering traffic to your website Andy Poulton Business Adviser ICT
      • Introduction
      • So how big is the internet really?
      • Search Engine Marketing
      • What else is there?
      • Close
      Making the most of your website Agenda
    • £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
    • The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
    • 1 Answer How is your website performing right now?
      • How many visitors does your site attract?
      • What do they do whilst they are there?
      • How many pages do they look at?
      • How long do they spend on the site?
      • How does this compare against the targets set for the site?
      • How many conversions occur?
            • Sales
            • Email contact
            • Subscription
            • Calls
      Website performance – what you need to know
    • Typical Web stats
    • www.google.com/analytics
    • Is this better?
    • www.google.com/webmaster
    • Is your business ready?
      • Do you have
      • Phone systems in place to deal with calls?
      • People to deal with enquiries?
      • Stock to deal with uplift in orders?
      • Logistics in place to deliver on new orders?
      • Cashflow to meet increased demand?
    • Low conversion % - then let’s look at your site
    • Is your site ready?
      • Is it
      • Fast to load?
      • Easy to Navigate?
      • Loaded with compelling and relevant content?
    • Great conversion % - then let’s look building visitor numbers
      • Search Marketing
    • First - go and register with DMOZ www.dmoz.org
    • 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%
    • Why Optimise your Site?
    • Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2
    • Search Engine Optimisation (SEO)
      • Understanding how your customers are looking for YOU [key words/phrases]
      • Understanding WHERE the search engines look on your pages
      • Ensuring the KEY WORDS/PHRASES are available in the places the search engines look
      The art of making web pages “search engine friendly” On-site Optimisation
    • Search Engine Optimisation (SEO)
      • Understanding how other factors can INFLUENCE the search engines and how YOU can use these to YOUR advantage
      The art of making web pages “search engine friendly” Off-site Optimisation
    • What’s the big secret?
      • Do the right things right
      • and
      • get the right results
      There Isn’t one!
    • What’s the big secret? Probably the most important content on your web site
    • Choosing Keywords
      • Think like a customer
      • Think laterally
      • Brainstorm Keywords
      • Ask everyone
        • Search using your keywords and see what appears
      • Use the free Google keyword tool
    • Where do they go?
    • Where to place Keywords HTML Page Title
      • HTML Title
      • This is what will be catalogued - about 80 characters
        • 3 or 4 keywords
        • Make each page title relevant to each particular page
    • Where to place Keywords Page Content
    • Where to place Keywords Meta Description Tag
        • Limit to around 150 characters
        • Use on every page
        • Customise for each page
    • Where to place Keywords Alternative Attribute – aka Alt Tag
        • Every Image needs one
        • Build Keyword Count
        • Comply with Disability Discrimination Act - Accessibility
      Perry Marshall – Adwords Expert
    • Where to place Keywords Name files with keywords
      • HTML page name - www.perrymarshall.com/google/ adwords.htm
        • Images - adwords-expert.jpg
      • Keywords for Text Links [Anchor Text] -
      • Header Tags <H1> </H1>
    • Where they go - summary
      • Page Content
      • HTML Page Title
      • Meta Page Description
      • File / Image Names
      • ALT Attributes
      • Navigation Link Anchor Text
      • URLs
    • What Else Counts?
      • Google will measure your site based on “relevance”
      • The number of times it is clicked in a search
      • The number of INCOMING links aka Back-Links
    • Back-Link verification
    • Remember
      • Your web site is for your
      • CLIENTS
      • not the search engines
    • Probably the greatest marketing opportunity known!
    • PPC Results
    • Pay per Click aka PPC, Adwords, Sponsored Links
      • Google Adwords 25 characters max
      • Check out Google Advertising 35 characters max
      • Get Started Today 35 Characters max
      • www.google.co.uk Home page URL
      • www.google.co.uk/adwords Where the click lands
    • Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p
    • Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p
    • Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p
    • The genius that is CTR
      • CTR = Click Through Ratio
      • = the % of Clicks against Impressions
      • Impressions (number of time your ad is displayed)
      • Clicks (number of times your ad is clicked on)
      • 1% is so-so to OK
      • 2% is OK
      • 3% and above is doing well
    • Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad
      • So how can we
      • improve
      • the CTR?
    • Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35% % served Clicks Impr. CTR
    • What else is there?
    • Email Marketing
    •  
    •  
    • Social Networks Business Networks
    • TWITTER
    •  
    • Resources
      • Google Webmaster Resources
      • Search Engine Watch – everything you need to know about SEO
      • SeoMoz – SEO information and resources
      • Google Keyword Tool – choose relevant keywords
      • Drayton Bird – Direct Marketing genius
      • Perry Marshall – FREE Google Adwords course
      • Cardell Media – Marketing Guru, loads of FREE stuff!
      • Bruce Clay – More excellent SEO information
    • Andy Poulton Business Link M: 07966 547146 E: [email_address] http:// www.businesslink.gov.uk/southwest/eventspresentations